Diana Dolling Ross
As physical stores dig deep into how to stop the migration of beauty consumers to online, industry veteran Diana Dolling Ross has advice. “One of the biggest mistakes made servicing the customer today is simple — no one listens,” said Ross who has almost four decades of experience in the beauty business.
Despite the buzz created by online beauty growth, 85 percent of retail sales are still produced in brick-and-mortar stores and Ross said it is time for beauty to apply extra elbow grease to attract and maintain the clientele. The same tools that have opened avenues for consumers to learn more about products are counterintuitive to sales, Ross suggested. “Technology is distracting people so much that the art of communication is lost,” said Ross, who after four decades of building beauty sales at retail, has started her own firm called DD Stargazer Consulting LLC. Ross is best known for building beauty businesses at high-end independent drugstores, such as Town and Country in Ridgewood, N.J.; City Chemist in the New York Market, and the tony White’s Apothecary in the Hamptons.
While working at her former retail operations, Ross delved into shoppers’ lifestyles and experiences and matched them with the products
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